EMPOWERING PEOPLE TO
TRANSFORM THE LIVES OF PETS

Redefining

Better™

In Pet Food

FOLLOWING NATURE'S LEAD

ABOUT NATURE'S VARIETY

Since we got our start in Lincoln, Nebraska, our purpose has been to empower people to transform the lives of pets. And as the leader in raw nutrition, we believe wholeheartedly that it starts with food. That’s why we’re committed to making it possible for more pet parents to feed their own pets natural, holistic pet food guided by the unmatched nutrition of raw.

We're on a mission to transform the lives of pets through the pure, real nutrition of raw. Instinct is nutrient-rich, high protein nutrition, guided by our belief in nutrition that is real, whole, pure, and as close to its natural state as possible. As the leader in raw pet food, Instinct is committed to redefining better™ for all pets by making raw nutrition accessible and simple.

Redefining

Better™

Through Raw

When we looked at the choices pet parents had, we believed deeply that it was up to us to find a way to make it possible for more people to feed their own pets the pure, real nutrition that only comes from raw. Because in our minds, everything we feed our pets should be real, whole, pure, and as close to its natural state as possible. It’s that simple.

PEOPLE WITH PURPOSE

We’re passionate and proud pet parents like you. We don’t compromise when it comes to our pets’ wellbeing. And we don’t waver when it comes to doing everything we can to make it possible for more pet parents to feed their own pets better nutrition guided by raw.

Because we know that if we can get the nutrition of raw into more bowls, we’ll transform the lives of more pets. And that’s really why we do what we do.